That's almost normal high-end watch pricing.
Normal
high end watch pricing is $750-$1500. Not to say that low end watches aren't good, like <$100 plastic Casio's; Just saying if you shop watches in the high end category, like Tissot, Citizen, Seiko, or similar in stores, you'll pay $750-$1500 and a few of them even more. People who respect really high end time pieces, think Breitling, Tag Heuer, Omega, Rolex and many others, ranging from $2000 to $10,000. Then we have the really esoteric brands like Cartier ranging from $25,000 and up. If you just need to know the time, a $10 Casio can do that. If you need more, spend $200 for a decent rugged watch. If you need special features, then the high end brands are best. Anything more and that is a statement piece.
I think for what you get, the Apple Sport is probably the best deal on the market. The $250 price point is a real steal, IMO.
BTW- the best way to buy high end watches is in the used market. I once saw a $75,000 Cartier 18 Kt 15 Kt diamonds watch at a pawn shop for $18,000.
I think when the Apple watch 2 comes out, we will see a nice used market open up for the SS models.